CASE STUDY
Neometro
Neometro
450 Gore
450 Gore
Launching 450 Gore Street's Buyer Pipeline for a Boutique Fitzroy Architectural Release
Launching 450 Gore Street's Buyer Pipeline for a Boutique Fitzroy Architectural Release
How Market Lead launched Neometro's 450 Gore Street, a boutique series of just 18 design-led apartments in Fitzroy, across Google and Meta.
How Market Lead launched Neometro's 450 Gore Street, a boutique series of just 18 design-led apartments in Fitzroy, across Google and Meta.
Industry
Industry
Property Development (Off-the-Plan Boutique Architectural Apartments)
Property Development (Off-the-Plan Boutique Architectural Apartments)
Services
Services
Google Ads, Meta Ads, Registration Landing Experience, Data & Attribution
Google Ads, Meta Ads, Registration Landing Experience, Data & Attribution
Markets
Markets
Melbourne Metro (Fitzroy, Inner North)
Melbourne Metro (Fitzroy, Inner North)
The Challenge
Challenge
The Challenge
Challenge
The Challenge
Challenge
A Design-Led Release That Needed the Right Buyers, Not Just Reach
Neometro is an established Melbourne developer with a reputation for design-led residential work. 450 Gore Street is a boutique series of just 18 apartments in Fitzroy, in a leafy pocket between Gertrude, Smith and Brunswick streets, designed with award-winning studio Edition Office.
The product had a strong architectural identity: a concrete-defined, sculptural, structuralist exterior, Loft residences with five-metre-high ceilings, Canopy apartments, and a sustainability story targeting 7.5 star NatHERS, fully electric, with a 10-year carbon-neutral power agreement.
But a boutique, non-mass-market release cannot rely on volume. With only 18 residences, the launch needed the right buyers fast: design-led owner-occupiers, downsizers and investors who value architecture and inner-city Fitzroy lifestyle. Broad property listings alone could not match a bold architectural product to the narrow, design-conscious audience that would actually transact.
Neometro is an established Melbourne developer with a reputation for design-led residential work. 450 Gore Street is a boutique series of just 18 apartments in Fitzroy, in a leafy pocket between Gertrude, Smith and Brunswick streets, designed with award-winning studio Edition Office.
The product had a strong architectural identity: a concrete-defined, sculptural, structuralist exterior, Loft residences with five-metre-high ceilings, Canopy apartments, and a sustainability story targeting 7.5 star NatHERS, fully electric, with a 10-year carbon-neutral power agreement.
But a boutique, non-mass-market release cannot rely on volume. With only 18 residences, the launch needed the right buyers fast: design-led owner-occupiers, downsizers and investors who value architecture and inner-city Fitzroy lifestyle. Broad property listings alone could not match a bold architectural product to the narrow, design-conscious audience that would actually transact.
Our Approach
Approach
Our Approach
Approach
Our Approach
Approach
Match a Bold Architectural Product to a Design-Conscious Audience
Market Lead ran a dual-channel acquisition engine across Google and Meta. Google captured buyers actively searching for the project and comparable inner-north developments. Meta reached high-intent, design-conscious audiences built on location, lifestyle and design-interest signals, then retargeted the people who engaged. Creative led with the building's bold architecture and was split-tested across static, video and carousel, with budget following the audiences producing the best quality enquiries.
Market Lead ran a dual-channel acquisition engine across Google and Meta. Google captured buyers actively searching for the project and comparable inner-north developments. Meta reached high-intent, design-conscious audiences built on location, lifestyle and design-interest signals, then retargeted the people who engaged. Creative led with the building's bold architecture and was split-tested across static, video and carousel, with budget following the audiences producing the best quality enquiries.
The Key Insight
Match a bold architectural product to a design-conscious audience. High-intent Meta audiences and high-intent Google search, with creative that leads with the architecture, keep the cost per lead efficient on a small, design-led release.
The Key Insight
Match a bold architectural product to a design-conscious audience. High-intent Meta audiences and high-intent Google search, with creative that leads with the architecture, keep the cost per lead efficient on a small, design-led release.
Execution
Execution
Execution
Execution
Execution
Execution
Four Pillars That Transformed the Pipeline
Landing Page
• A focused landing page built to turn paid traffic into qualified enquiries.
• Clear messaging on the project, the location and the lifestyle, with a simple enquiry form.
• Mobile-first for buyers arriving from social.
Landing Page
• A focused landing page built to turn paid traffic into qualified enquiries.
• Clear messaging on the project, the location and the lifestyle, with a simple enquiry form.
• Mobile-first for buyers arriving from social.
Google Ads
• High-intent audiences built on location, lifestyle and design-interest signals to reach design-conscious buyers.
• Full funnel from prospecting through to retargeting of engaged visitors.
• Creative split-tested across static, video and carousel, leading with the architecture.
Google Ads
• High-intent audiences built on location, lifestyle and design-interest signals to reach design-conscious buyers.
• Full funnel from prospecting through to retargeting of engaged visitors.
• Creative split-tested across static, video and carousel, leading with the architecture.
Meta Ads
• Segmented campaigns by buyer type
• Distinct creative for each audience
• A/B tested headlines, imagery, and CTAs
Meta Ads
• Segmented campaigns by buyer type
• Distinct creative for each audience
• A/B tested headlines, imagery, and CTAs
Data & Attribution
• Enquiries tracked by channel and campaign so budget followed what was working.
• Cost per lead and lead quality reviewed continuously.
• Weekly optimisation against real enquiry data.
Data & Attribution
• Enquiries tracked by channel and campaign so budget followed what was working.
• Cost per lead and lead quality reviewed continuously.
• Weekly optimisation against real enquiry data.
The Outcome
Outcome
The Outcome
Outcome
The Outcome
Outcome
A Boutique Architectural Release Launched with an Efficient Buyer Engine
Neometro's 450 Gore Street went to market with a dual-channel buyer enquiry engine across Google and Meta. Google captured active high-intent searches while Meta reached design-conscious buyers with creative that led with the architecture, and engaged visitors were retargeted. The boutique 18-residence release drew qualified enquiries at a ~$55 cost per lead with a ~9% landing page conversion rate, an efficient result for a small, design-led inner-city project.
Neometro's 450 Gore Street went to market with a dual-channel buyer enquiry engine across Google and Meta. Google captured active high-intent searches while Meta reached design-conscious buyers with creative that led with the architecture, and engaged visitors were retargeted. The boutique 18-residence release drew qualified enquiries at a ~$55 cost per lead with a ~9% landing page conversion rate, an efficient result for a small, design-led inner-city project.
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